The document discusses strategies for effectively communicating science to various audiences. It emphasizes understanding the target group, crafting a clear message, using storytelling techniques, and focusing on the big picture to engage people rather than overwhelming them with details. The goal is to help non-experts understand important scientific concepts rather than remain ignorant about issues that profoundly impact their lives.

1. Communicating
Science

2. Target group

3. Hidden groups

4. What’s the message

5. Ultimate message

6. Paying attention

7. Wow vs. A-ha

8. Explorers

9. Storytelling

10. Being a sceptic

11. A myth?

12. Big picture
We've arranged a civilization in
which most crucial elements
profoundly depend on science
and technology. We have also
arranged things so that almost
no one understands science
and technology. This is a
prescription for disaster. We
might get away with it for a
while, but sooner or later this
combustible mixture of
ignorance and power is going to
blow up in our faces.
—Carl Sagan

13. Guide and curate

14. Communicating
Science